The W+K NY Social Media Lab – a diverse team of creatives, digital strategists, and community managers – was founded as “a big fucking experiment.” I was there on day one.
Working with ESPN, the SML built an ongoing, real-time dialogue with sports fans through original posts, blogs, tweets, and videos. As a writer in the SML, I created shareable content that expanded ESPN’s brand voice far beyond television. It was a 24/7 effort that helped increase ESPN’s Facebook presence from a couple hundred thousand to a couple of million likes in less than a year.
The SML’s work was cited in W+K’s selection as SHOOT’s 2010 Agency of the Year.
We made a lot of fun stuff in the SML, but these two “This is SportsCenter” web extensions are my favorites. They also managed to collect a few million views despite being created with very little time and almost no production budget.